Case Study: Tourism Surrey achieves 1,764 user-generated entries and stronger social engagement with Hootsuite

How User-Generated Content is Making this Community Shine on Social

Tourism Surrey, representing the fast-growing and diverse City of Surrey, needed a cost-effective way to showcase the city’s beauty, build civic pride, and generate shareable content across multiple social platforms. The challenge was to unify their digital identity and engage residents to contribute authentic images and stories that would amplify the city’s appeal.

They launched the #TrueSurrey campaign as a combined Social Gallery and weekly photo contest, aggregating Instagram and Twitter posts and promoting entries with prizes and active retweeting. The campaign drove strong engagement—1,764 entries (46% Instagram images, 41% Twitter text, 10% Twitter images, 3% Instagram videos)—and supplied a steady stream of user-generated content that bolstered their social channels and brand visibility.

Tourism Surrey

Jane Stark

Marketing Strategist